The Next Women - Business Magazinehttp://www.thenextwomen.com/node/6106/atom/feed2012-09-04T14:00:10+01:00Meiling, The Caribbean's Premier Fashion Designer, on Female Entrepreneurialism in Trinidadhttp://www.thenextwomen.com/2012/09/04/meiling-caribbeans-premier-fashion-designer-female-entrepreneurialism-trinidad2012-09-04T14:00:00+01:002012-09-04T14:00:10+01:00Beth Pitts

To kick off our September Editorial Theme of Food Fashion, we're bringing you the story of entrepreneur Meiling, the Caribbean's premier fashion designer and one of twelve Caribbean entrepreneurs who were selected to pitch to a panel of investors in London last month..

Very few people in the Caribbean are
automatically known by their first name but Meiling (Esau), the tour de force
behind the premier fashion house not only in Trinidad but throughout the
Caribbean and South America, is one of them.

Last month Meiling participated in the
exciting Break Point initiative, which saw twelve Caribbean entrepreneurs selected
from across the numerous countries in the region after a vigorous process of elimination.
The final dozen were flown to London to present to a panel of UK based
entrepreneurs including former dragon Doug Richard and Rockstar Mentoring
Investment's Jonathan Pfahl.

Meiling attracted interest from UK
investor Jonathan Pfahl and the pair are currently in talks with an aim to
bring the Meiling brand to market in the UK.

To kick off our September Editorial Theme of Food Fashion, we're bringing you the story of entrepreneur Meiling, the Caribbean's premier fashion designer and one of twelve Caribbean entrepreneurs who were selected to pitch to a panel of investors in London last month..

Very few people in the Caribbean are
automatically known by their first name but Meiling (Esau), the tour de force
behind the premier fashion house not only in Trinidad but throughout the
Caribbean and South America, is one of them.

Last month Meiling participated in the
exciting Break Point initiative, which saw twelve Caribbean entrepreneurs selected
from across the numerous countries in the region after a vigorous process of elimination.
The final dozen were flown to London to present to a panel of UK based
entrepreneurs including former dragon Doug Richard and Rockstar Mentoring
Investment's Jonathan Pfahl.

Meiling attracted interest from UK
investor Jonathan Pfahl and the pair are currently in talks with an aim to
bring the Meiling brand to market in the UK.

Meiling started her business in the
early 70s in a renovated garage with just two seamstresses and became
incorporated in 1982 as Meiling Inc. Ltd.
The company founded a successful corporate uniform division, which
outfits employees throughout the Caribbean.

In 2005, Absolut of Sweden
commissioned Meiling to design uniforms for the Absolut bar at 51 Degrees, a local nightspot. This
collaboration proved so successful that the company concocted an “Absolut Meiling”
martini.

In the same year, she also designed
the Opening Ceremony uniforms for the Trinidad and Tobago team at the
Commonwealth Games held in Melbourne, Australia.

In 2010, Meiling was one of only two
designers in the English speaking Caribbean to be invited to show at Platform K
in Colombia. This is the most prestigious fashion trade in the region and in
2011, she was the only one invited back to represent the English Speaking
Caribbean at large.

A recipient of one of the country’s highest
national awards, the Chaconia Silver Medal for long and meritorious service to
Trinidad and Tobago’s business sector, she also received a “Grand Master of Fashion Design” award at Caribbean Fashion Week 2008 in
Jamaica.

In 2011 Meiling was
honoured with the Women of Influence Award from the most influential networking
woman’s group in the Caribbean, The Association of Female Executives of
Trinidad Tobago.

In 2012, she has been nominated as one
of the top 50 influential people in Trinidad and the brand is setting the stage
globally with presentations at London Fashion Week.

We spoke to Meiling about being a female entrepreneur in Trinidad and the start up scene there; how women are supporting each other in the Caribbean; and how she prepared the pitch which attracted the interest of a London investor.

TNW: How did you come up with the idea for Meiling designs and then arrive at the
decision to turn your idea into a reality?

Meiling: I
was very fortunate to have ‘inherited’ the design genes from my mother who was
one of the Caribbean’s top couturiers in her time. I grew up surrounded by
fabric, sewing machines and immense creativity, so it was a natural for me to
follow in her footsteps.

She
encouraged me to take that step further in going to London to study fashion. In
the late 60’s, I attended the Lucy Clayton School of design which also produced
fashion icon Mary Quant. When I returned to Trinidad in the early 70’s I was
again fortunate to have the support and encouragement of family and friends to
set up one of the first local designer boutiques under my own label.

TNW: What makes your company different from your
competitors? Who were your first customers and how hard was it to attract them?

Meiling: My
company is in many ways very similar to other local designers due to force of
circumstance; the island is small and resources limited. So most of us have our
own ateliers and retail shops which service our customers.

In
terms of my aesthetic, it has an instantly recognizable “Meiling’ look which
has global appeal of clean lines, fine detail, innovative cuts and quality
fabrics. My customers are women who appreciate the concept of style of fashion
and are very loyal. They also don’t believe in compromising on quality and this
is why I am dressing third generation clients now.

TNW: Tell us a little about pitching at the
Break Point event. How did you prepare?

Meiling: It was a team effort. Sharleen Chin, my CEO
(responsible for new business development) helped prepare my initial video
presentation. However, after the second phase of the Coaching Sessions in
Barbados, we were actually considering withdrawing from the competition due to
scheduling conflicts with Caribbean Fashion Week and the launch of my own new
collection. Fortunately, Sharleen was willing and able to jump in and do the
pitch in St. Lucia (which put us in the finals for London).

We feel it was simply meant to be and she was
the right person to do the presentations on behalf of the company. I also want
to emphasize that my team of Marsha Syder (Administration manager), Don Ferber
of Don Ferber Designs (who designed my website) and our financial consultant,
Seamus Clarke were instrumental in helping prepare the information and look of
the presentations. Much kudos go to all of them.

I would want to take this opportunity to
thank the European Union’s support through the 10th European Development Fund.
None of this would have been possible without their funding to the Caribbean
Export Development Agency’s work program with the Fashion Industry.

TNW: What made it such a successful pitch?

Sharleen:

For the St. Lucia pitch, I followed The Guy
Kawasaki model of presentation to a T. I made sure I covered all the points and
stayed within the time allotment. I practiced, practiced, practiced and for
weeks I was living, breathing and dreaming the presentation!

I also anticipated
almost every scenario of questions so I could be ready for anything. I actually
felt quite comfortable when I presented and it was more like a conversation
with the judges in both locations. It was only after when someone asked me how
many questions I was asked in St. Lucia, I figured out that it was eight
questions in five minutes.

TNW: How did it feel to be pitching to such a
distinguished panel of investors?

Sharleen: To be honest, I purposely lightly perused the
list of the judging panel so I would not be intimidated by them. I felt that
this was one time ‘ignorance is bliss’ would be a good thing. My strategy
worked because in the end, all I could do was to do my best, show my passion
and knowledge of the company and be myself.

TNW: What are the particular challenges and
rewards of being a female entrepreneur in Trinidad? Are there many female
entrepreneurs there?

Meiling:

I think the challenges are no different from
any woman across the globe. Some of the most successful business people in
Trinidad are women and it is actually a culture of entrepreneurship, from the
vendor selling fruits and vegetables on the sides of the streets to the owners
and CEOs of chains of retail stores.

TNW: Tell us a little about the business startup
scene in Trinidad. Have you come across any exciting local startups there?

Meiling: Trinidad is at a very exciting time in our
history especially with our 50th Anniversary of Independence this
year. We are an oil rich country but one day the oil is going to run out and
the government recognizes this and is focusing on developing new sectors of
industry and growth. So there are amazing new opportunities for young people;
in film, in the creative arts, in agriculture, technology and innovation and of
course, fashion.

TNW: What kind
of startup businesses are most prevalent?

Meiling: Right now it is wide open and just a
walk down the major business avenues of Port of Spain and other commercial
centres you see everything from auto supplies to office supplies. You also see
lots of restaurants and cafes and bars opening up. Trinis love to eat and
drink, so a sure winner is always food.

As you know, carnival is the major
tourist attraction to Trinidad and the business of ‘mas’ is huge. What is very interesting lately
is the emergence of fashion carnival bands and we are beginning to see a return
to fabulous costumes with an almost ‘couture’ air about them.

TNW: What
is next for your company?

Meiling: One
of the strengths of my company is that we are always relevant to the global
landscape and we continually look for ways to ‘push the envelope’. Last year, I
launched a lifestyle line of scents, candles and body creams called Meiling
Complete. I am planning to expand that line to more home products such as
bedding and bath products.

We
are also working hard to push our export line and even though we are in global
recessionary times, I am confident that my line will find an international
loyal niche of customers.

TNW: Have
you come across any other exciting startups recently and what is it about them that
appeals to you?

Meiling: Anya
Ayoung Chee (Season 9 Project Runway winner) is without a doubt the most
exciting ‘start up’ designer in Trinidad. I have known Anya since she was a
baby and she is like a daughter to me. She interned in my atelier for many
years and I have mentored and continue to mentor her as I watch her progress
with great anticipation. I
love the flair, style and international outlook she brings to her designs.

TNW: What lessons have you taken from your
successes /or failures?

Meiling:

Every
day I am grateful for all the blessings and opportunities that have come my way
and don’t take them for granted. I look
at the failures as humbling lessons to do things a better smarter way and try
not to make them twice.

TNW: What does your day look like?

Meiling: My
day starts at 4:00 AM and after meditation, I start work in my office at 5 AM.
This is my creative time where I can work undisturbed researching new designs,
trends on the fashion landscape, both regionally and internationally. From 6 AM
my staff starts coming in and also customers! The day is then filled with
made-to-measure appointments, meetings with a variety of organizations; from
government ministries, bloggers, photographers and models.

I
start winding down around 5 PM and take time to go for a power walk, go to the
gym or a yoga class. At 9 PM I am getting ready for bed!

TNW: Do you lie awake at night sometimes
thinking about the company? What aspects of it specifically keep you awake?

Meiling: I am
a spiritual person and realize that worrying about things before going to sleep
is counter- productive. However, I do sometimes get an overwhelming sense of
responsibility to my staff and clients but “put it out there” that all will
work out and it usually does.

The
‘fun stuff’ which keeps me awake is when the creative juices are flowing and I
am excited about a collection which is coming together beautifully.

TNW: What do you think could be done to increase
the number of women entrepreneurs?

Meiling:

I
think in the Caribbean and elsewhere in the world, it starts at a level of empowerment
for young girls to give them the vision and confidence to be the best they can
be.

I
also believe women in the Caribbean are becoming a stronger ‘sisterhood’ and
are learning to support each other in business and socially. You see it in
networking associations such as the Association of Female Executives of
Trinidad and Tobago and in the Basia Breast Cancer Support Groups.

TNW: What
is one lesson you would like to pass on to other women leaders?

Meiling: In
my line of work I am only as good as my last collection and I think this should
be the mantra of everyone in all spheres of business. You cannot rest on your
past laurels and must always continue to learn and grow and stay relevant this
fast changing world.